1.
Christian A. Hendricks
Chair, Executive Committee
Rusty Coats
Executive Director, LMC
President, Coats2Coats

2.
Consortium
 Ad serving tech & network
 Search
 Content integration

THE PAST

3.
TODAY
NEWSPAPER CONSORTIUM BECOMES LOCAL MEDIA CONSORTIUM
Consortium Reboots Beyond Papers, Yahoo
(September 2013) The Newspaper Consortium is retooling,
getting a new name – the Local Media Consortium – and new
partners with broadcasters joining the fold. “The idea for the
Consortium is that we are going to seek out deals with
companies that are beneficial to all members in every aspect of
every deal,” says Rusty Coats, the Consortium’s executive
director, “Leveraging the scale of the entire consortium
without putting handcuffs on any one part of it.”

4.
Governance Agreement
1. Five year term
2. One member, one vote
3. Membership independent of deals
4. Dues based on share of total membership
HOW IT WORKS

5.
Executive Committee
The Consortium is led by an eight
member Executive Committee,
elected by the full membership, and
an Executive director.
LEADERSHIP

6.
Partnerships and deals
CURRENT FOCUS
The full membership is actively involved in focus and priority setting and
task forces of SMEs work with Executive Committee to create RFPs,
negotiate with potential partners and craft deals.
✔ Advertising systems
✔ Analytics
✔ Search
✔ Content and audience
✔ Non-locally sold ad inventory
✔ Audience extension

7.
Opportunity areas
POTENTIAL
① Private exchange placement tools
② Data management platform
③ Native advertising platform
④ Consumer facing products
⑤ Ad network partners
⑥ Digital marketing agencies

8.
SAY WHAT?

9.
AUDIENCE
SCALE +PREMIUM
CONTENT =
 Optimize existing revenue
 New revenue opportunities
 Improve pricing
SCALE MATTERS.

10.
42
HOLDING
COMPANIES
AND
GROWING
SCALE MATTERS.

11.
SCALE MATTERS.
800+ newspapers
200+ broadcasters

12.
SCALE MATTERS.
240 MILLION
Monthly unique visitors
Source: LMC partner audit, January 2014

13.
SCALE MATTERS.
10+ billion
premium ad impressions
Source: LMC partner audit, January 2014
People, not machines.

14.
PARTNERS

15.
Ad Exchange
LMC Network
Simpli.fi
Centro
Yahoo
Newspaper
Digital
AVAILABLE ADVERTISING INVENTORY
Benefit: [Potential]
Provide demographic,
behavioral and
geographic targeting
capabilities to
customers through
audience extension
partnerships
Cost: [Potential]
Wholesale/Retail
AUDIENCE EXTENSION

16.
Benefit: [Potential] Drive audience through
LMC content integration on Yahoo News and
use of personalization and recommendation
engines on LMC sites.
Cost: [Potential] Revenue share for
ads on LMC content on Yahoo.
CONTENT INTEGRATION

17.
DEAL POINTS
① Ad Serving platform [DFP Premium & SB]
② Search monetization [AFC, AFS]
③ Site search
④ AdX integration
⑤ Private exchange
A la carte offerings include:
 Optimize existing revenue
 New revenue opportunities
 Improve pricing
SCALE MATTERS.

18.
PRIVATE EXCHANGE
PREMIUM
AUDIENCE
PREMIUM
BUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and revenue.
CPM - NGD

19.
PRIVATE EXCHANGE
PREMIUM
AUDIENCE
PREMIUM
BUYERS
Local Company LMC
Lever scale to reach brand buyers and improve rate and revenue.
CPM - GTD
The promise.

20.
LMC: Onward

21.
Christian A. Hendricks
Chair, Executive Committee
Rusty Coats
Executive Director, LMC
President, Coats2Coats